The New Strategic Brand Management, 5th Edition

09

Growing the brand

Brand growth is about extending the penetration of the brand in its target market, building both the brand equity and the business. It involves all facets of the marketing mix: line extensions at the product level, price differentiation, retail or channel extension, communication, and creating relations rather than transactions only. It aims at making previous buyers repeat their purchases and remain loyal: servicing, CRM and internet relationships will play a great role.

It is necessary to distinguish between bottom-of-the-pyramid (BOP) brands and brands for mature countries. In the first case the challenge is that of the business model: can one profitably develop a sustainable business after the momentum of the launch ...